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However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.

There are mixed opinions regarding the safety of online dating.

At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.

The stigma associated with online dating dropped over the years and people view online dating more positively.

That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.

Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.

Still others rely solely on paid membership subscriptions.

Opinions and usage of online dating services also differ widely.

Online dating services also differ widely in their revenue streams.Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.

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